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Arts in Sussex promotes the huge range of cultural activity across East and West Sussex, including Brighton & Hove. Primarily aimed at potential visitors, it is equally useful for local people and provides a central source of up to date information about heritage attractions, cultural events and festivals.
The partnership has existed for 12 years, producing events calendars and seasonal newsletters which were sent in response to direct mail campaigns and used to build a database of interested, regular visitors to Sussex. The rapid growth and use of technology along with a reduction in available budget eventually saw the leaflets replaced by the website www.artsinsussex.com which can be more easily updated.
As well as raising the profile of Sussex as a cultural destination, Arts in Sussex generates and responds to requests for information and provides regular newsletter bulletins which influence visitors’ short break and holiday planning decisions. This leads to increased attendances at attractions, events and festivals. The new website is capable of linking with all Sussex Tourist Information Centres and eventually will enable venues to update their own event calendars via their individual websites – so no need for duplication of effort.
Research into people attracted by the Arts in Sussex initiative shows the most popular cultural activities are visiting historic houses and museums, followed by visits to the opera, theatres, gardens, events and general sightseeing.
Previous direct mail campaigns to raise interest have targeted London and the South East, specifically attenders of the Royal Academy, Tate Britain and National Gallery exhibitions and also subscribers to the Arts Guild book club.
The latest research into the economic value of the Arts in Sussex initiative was £258,000, a return on investment figure of £11 for every £1 spent.
